Zoetis

Healthier on the farm, better on the plate.

Challenge

Zoetis made an acquisition that provided them with pharma solutions covering the entire poultry life cycle. Overnight, it became the second-largest company in the industry. We needed to both earn brand attention and explain complex, vertically integrated offerings.

Solution

We followed the classic advertising admonition and sold the benefit instead of the attributes of Zoetis’ new pharma lineup. Because, in the end, keeping the chickens healthy on the farm leads to a better end product in your kitchen.

Truly tasty pharma print

In the home, poultry is an ingredient. But in animal production, the tendency is to think of them as birds. By making the industry look at its product in the same way the market does, Zoetis memorably aligned its full line of products around a super-premium end product everyone wants.